Target Gives Princesses Their Own Week

Target teamed with Walt Disney Co. to stage its first annual “National Princess Week” last month.Running April 22-28, the event let Target shine a spotlight on a variety of related products. In addition to licensed Disney Princess toys, bedroom decor, books, games, Blu-ray videos and other merchandise, the retailer also showcased:the latest publication in Hatchette Book Group USA’s The Very Fairy Princess children’s series, Here Comes the Flower Girl, co-authored by National Princess Week spokesperson/actress Julie Andrews and her daughter.the 10th anniversary release of an exclusive two-movie collection of Disney’s The Princess Diaries and The Princess Diaries 2: Royal Engagement, which are available on Blu-ray for the first time.The two SKUs were given away by “mommy bloggers” tapped by Disney to promote the event. They also were highlighted in a feature in Target’s April 22 circular. Promoting savings on “an enchanting assortment of princess toys, movies and more” and directing consumers to target.com/princess for printable activities, the feature also spotlighted exclusives such as a Disney Pretty Princess Tales box set, a two-title Disney Princess and Disney Tangled game for Nintendo Wii or DS, and a Disney Princess Favorites three-pack of music and story CDs.In stores, endcaps in the electronics department merchandised The Princess Diaries and other relevant home videos under a “National Princess Celebration” header. The toy department, meanwhile, hosted dedicated in-line displays for Disney Princess SKUs and an endcap for Disney's Tangled Ever After dressed in headers and side panels.

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